The brief that writes itself

A good brief is not a wish list. It is one sentence you could defend in a room full of skeptics, plus the evidence that makes it true.

Start with the tension

Every brand worth talking about sits on a contradiction. Name it in the first line and the rest of the brief almost fills itself in.

If the brief could describe ten other companies, it is not a brief yet.

Cut the adjectives

• “Bold” is not a direction.
• “Premium” is a price, not a personality.
• Name a brand you want to be mistaken for instead.